Naoki Takahashi, ESOMAR, APAC, 2018
Introduces the initiatives of Marketing Research 2.0 (MR2.0), a voluntary group of professionals who are either suppliers or clients in Japan's MR industry, and illustrates a case of successful collaboration between suppliers and clients in Japan.
Alex Wheatley, Jon Puleston and Jason Brownlee, Admap, December 2017, pp. 36-38
Growing evidence suggests that recent trends in data analytics and first-party data segmentation have given rise to a problem known as 'survivor bias', where a brand's audience or customer base consists largely of people who have 'survived' its sales and marketing process.
Thomas Walker, Cecilia La Greca and Horst Feldhaeuser, ESOMAR, Latin America, April 2017
This paper describes how Coca-Cola, the beverage company, ensures consistency in its market research globally, through the use of a partner organisation that monitors and supports the activities of its research agencies around the world.
Tim Macer and Sheila Wilson, International Journal of Market Research, Vol. 59, No. 2, 2017, pp. 173-198
Against the theme of this year’s conference, 'Are we there yet? Where technological innovation is leading research', this paper provides evidence-based observations on where technology has led research in the recent past, and where it appears to be leading now.
On Tuesday, March 14th, after a fantastic day at the MRS Conference, a selection of research revolutionaries descended upon Vout-O-Reenees - a club for the ‘surrealistically distinguished’ - to celebrate 10 years of the Research Liberation Front.
BOCA RATON, FL: Market researchers must be "zealots" in championing the voice of the customer in the face of a rising tide of different data streams, a leading executive from Ipsos Connect has suggested.
BOSTON: Politicians and their aides make use of many of the techniques and stratagems of the advertising and marketing industry, but the recent presidential election suggests they should pay closer attention to brand relationships, an academic has ...
Richard Bordenave, ESOMAR, Congress, 2017
This paper predicts that, with technological advances of bots, AI and VR in delivering customer experience (CX), there will be an unprecedented demand for human care and personal relationships across customer journeys.
Stephen Whiteside, Event Reports, 4A's Strategy Festival, September 2017
Understanding consumer wants and need is vital for Airbnb, the peer-to-peer online accommodation platform, as it seeks to provide the best possible experiences for the guests and hosts using its service.